Every day we are surrounded by brands. Whether we’re shopping or commuting, brands are trying their best to appeal to people like you and me.
Take shopping as an example, it isn’t what it used to be… Our brand loyalty has been put under scrutiny during recent years. With many new brands on the shelves marketing themselves well – we’re left scratching our heads, which one do we buy?
The amount of digital noise nowadays is astonishing. We’re sent numerous newsletters, emails, invitations for the newest brands. So we’re never left shy of choice.
How do you separate your brand and give yourself a platform to stand out in this increasingly over-congested market?
You need to be memorable, consistent and let people know you do what you do, better than every single one of your competitors.
Your brand identity rules above all. This includes your logo, your colours, website, photography, social media, content, products and services. The way your brand presents itself visually reflects who you are in today’s market. It gives you a chance to show people what you offer and what you can do for them.
Establishing a strong brand foundation is key and allows you to build leverage in the market. Slowly but surely if you’re doing the right things – you’ll be attracting the right audience.
Give your users an experience they won’t forget. This includes getting creative with the way you position yourself. How you present yourself and the experience you give your users is just as important as your product or service.
Mapping out your customer’s journey is important. How do you want them to feel when they walk into your office or pick up your product? What do you want them to do once they use your product? All these steps and more should be outlined along with your brand strategy.
Appearance and Brand Story
Customers judge brands within seconds, you have a minimal amount of time to grab their attention and secure their business. If your brand imagery and story is unappealing – it’s not working for you, so it’s costing you money.
Hiring a photographer is a great way to get the ball rolling, it goes a long way towards making your brand stand out versus say a website which is full of stock imagery.
Photos and videos are a great source of content which give your customers a glimpse into your brand story. They can be tailored to align with promotions, events and other special offers or dates. This gives customers a sense of connection with your brand from the get-go.
Now, remember your strategy is your strategy. You can’t search online for a template and apply it to your brand. Every brand is unique and has its own position. This strategy needs to be bought to life visually and customer confidence will come from this.